Treasury Wine Estates (TWE) has announced another burst of activity for its ‘Why Settle When You Can Soar?’ marketing campaign, which launched last year to promote the Wolf Blass brand.
The latest phase starts on 22 August with the brand’s first move into live television advertising, reaching 4.5 million consumers across the advert’s 10-week run time. The ad will debut during the opening episode of the new Game of Thrones series, House of the Dragon, to align with the release of the brand’s limited-edition wine, Fire & Blood Cabernet Shiraz.
This is followed by an out-of-home campaign launching on 19 September, supported with shopper campaigns in-store as well as across PR, digital and events.
Meanwhile the Wolf Blass partnership with luxury travel deals company Secret Escapes kicks off on 1 September, to drives sale across the impulse and grocery sectors.
The Secret Escapes promotion, which last year generated 50,000 entries, will see 750,000 bottles across the UK tagged with QR codes which consumers can scan to be in with a chance of winning a share of over £1m in instant prizes and credits.
One lucky winner will receive a holiday to either Lapland or Mauritius, with five £500 Secret Escape vouchers also up for grabs. Forty-thousand runners up will each receive a £25 voucher, redeemable on the Secret Escapes site with a minimum £125 spend.
Ben Blake, Marketing Director for TWE EMEA, said: “It is an incredibly exciting time for Wolf Blass in the UK with the ‘Why Settle When You Can Soar?’ campaign extended to new channels, the launch of the limited-edition House of the Dragon wine and a return to our much-loved Secret Escapes partnership.”
